Out-of-home (OOH) advertising has traditionally been considered challenging to measure, but that perception is shifting. Thanks to advancements in analytics and cross-channel tracking, OOH is now demonstrating its strength as a powerful driver of return on investment (ROI).

According to a recent study by Analytics Partners, reallocating even a small portion of your marketing budget to OOH can lead to impressive results. For example, increasing your OOH spend has been shown to boost ROI by up to 27% — especially when combined with other channels like digital and TV.

Ready to harness OOH’s full potential? Let’s explore the strategies and tools that make it easier than ever to measure its true impact and drive tangible results.

The attribution challenge: Why it’s crucial to prove OOH’s ROI

(D)OOH attribution links your out-of-home advertising efforts to measurable outcomes, like store visits, online purchases, or app downloads. It helps advertisers understand how OOH ads impact the customer journey and how they contribute to broader marketing goals.

Today, proving ROI is more important than ever. Recent research shows that 88% of marketing leaders are now responsible for revenue goals, so there’s growing pressure to justify their team’s ad spend with clear, actionable data tied directly to measurable business outcomes. Yet, only 25% of leaders report high visibility into ROI across channels​.

Advancements in technology have transformed OOH into a measurable, performance-driven channel capable of delivering actionable insights and proving its impact on modern marketing strategies. The rise of digital OOH (DOOH) and programmatic DOOH (pDOOH) is also helping solve traditional measurement challenges, offering access to tools like geofencing, dynamic audience impression tracking, and real-time analytics.

How to accurately attribute results to OOH campaigns: 4 tried-and-true methods

Tracking the impact of your campaigns doesn’t have to be complicated. By using proven methods like brand lift studies, foot traffic attribution, and interactive elements, you can directly connect ad exposure to measurable outcomes. These strategies help you maximise the value of every campaign and confidently demonstrate ROI.

Collecting brand lift insights through surveys and direct feedback

Brand Lift Studies provide tangible evidence of how OOH influences brand perception and consumer behaviour,  uncovering data on ad recall, brand awareness, purchase intent, and more. Insights from these studies can guide targeting strategies, creative design, and placement decisions for future campaign efforts.

Measurement partners play a critical role in this process. They identify survey zones based on the geo-locations of digital OOH screens and use GDPR-compliant methods to gather responses through in-app and mobile ads targeting consumers in these areas. The uplift is measured by comparing survey results from two groups: those who recall seeing the ad (exposed group) and those who don’t (control group). Both groups are matched for demographics like age and gender, ensuring accurate, actionable results. Using targeted surveys as part of a brand lift study gives you a clear picture of how your OOH campaigns resonate with audiences and drive results.

Combining OOH attribution with sales data

One of the most direct ways to measure the success of OOH campaigns is by connecting ad exposure to sales outcomes. Integrating sales data — whether from in-store purchases or online transactions — can help you understand how OOH influences customer buying decisions and contributes to your bottom line.

Similarly, pairing OOH exposure data with e-commerce analytics can reveal spikes in online sales or conversions from specific geographic regions targeted by your campaign. This connection is especially valuable for measuring the effectiveness of location-based ads, like billboards near stores or transit ads in high-traffic areas. Integrating OOH attribution with sales data gives you a complete view of your campaign’s performance, helping you allocate budgets more effectively and focus on strategies that drive the greatest return.

Using geofencing and mobile data for foot traffic attribution

Geofencing has revolutionised how advertisers measure the impact of OOH campaigns on foot traffic, making it simple to track real-world results. By setting up a virtual boundary around your ad placement, you can use mobile data to see how many people are exposed to your ad and visit a specific location, like a nearby store or restaurant. For example, a restaurant with a billboard near a shopping mall can measure how many mall visitors stop by after seeing the ad.

Foot traffic attribution partners specialise in helping brands leverage geofencing and mobile data to measure campaign performance. These platforms analyze mobile location data to determine how exposure to OOH ads influences visits to specific locations. They also compare visitor patterns between exposed and non-exposed audiences to provide a clear picture of ad effectiveness. With tools like these, advertisers can gain actionable insights into customer behaviour, ensuring every OOH dollar is well spent.

Embracing marketing mix modelling (MMM) for cross-channel campaigns

When it comes to measuring the true impact of a brand’s outdoor advertising placements across various marketing channels, marketing mix modelling (MMM) is your secret weapon. MMM looks at the bigger picture, analysing how different marketing channels — both online and offline — work together to drive results. For (D)OOH campaigns, it offers a way to capture the full value of your ads, even when there’s no direct click or digital trail to follow.

This is important because, while effective on its own, OOH has also been shown to supercharge the reach of your other advertising channels, with one study finding that OOH amplifies all major media by more than 90%. For example, a well-placed digital billboard might boost the performance of your paid search campaigns by increasing brand recall, which MMM can measure alongside your total marketing mix. MMM quantifies these synergies, helping you understand how OOH fits into your broader marketing mix and optimise your investments accordingly.

Leveraging technology to optimise (D)OOH ROI

By leveraging new tools that provide real-time data and integrating OOH campaigns with digital platforms, marketers can gain deeper insights and drive greater returns on investment. Here’s how these technological advancements are shaping the future of OOH advertising:

Real-time impression tracking

For digital and programmatic OOH campaigns, tools like the impression multiplier — a dynamic, DOOH-specific multiplication index that’s applied to each play on every individual screen — give advertisers a more accurate idea of how many impressions are delivered in a single ad play.

Depending on the network, the impression multiplier for a given DOOH screen is calculated by analysing factors like:

• Screen size and visibility: Larger, more prominent screens are likely to capture more attention and generate higher impressions.
  
• Location and foot traffic: The number of people passing by the screen in a given timeframe, such as in busy urban areas or transit hubs.
  
• Viewing angles: How easily the screen can be seen from different positions and distances.
  
• Dwell time: The amount of time individuals spend within viewing range of the screen, such as in waiting areas or checkout lines.
  
• Content duration and frequency: The length and repetition of ads, which influence the likelihood of being seen.
  
• Time of day: Variations in audience size and engagement during different hours, such as rush hours or peak shopping times.
  
• Environmental conditions: External factors like lighting or weather that may impact screen visibility and audience behavior.

This data provides accurate audience exposure metrics, giving you a reliable way to measure reach, which remains a cornerstone of OOH advertising’s effectiveness. Real-time data also allows you to adjust your campaigns on the fly, maximising impact.

Interactivity and real-time environmental triggers

Interactive elements in DOOH campaigns go beyond capturing attention — they invite participation and create measurable links between ad exposure and consumer action. Incorporating dynamic QR codes, touchscreens, augmented reality (AR), or social media prompts into your DOOH creative make it easy to track engagement, from website visits and conversions to social shares and app interactions.

Pair these interactive tools with dynamic DOOH content that adapts to real-time factors like time of day, weather, or location, and advertisers can deliver highly relevant messages that resonate with their audience.

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Amid the digital noise, one medium has consistently demonstrated its ability to captivate audiences and deliver results: out-of-home (OOH) advertising. For UAE businesses, OOH offers a unique opportunity to engage with consumers in a way that no other format can match.

Reaching audiences beyond screens

The average adult spends significant hours commuting, shopping, or enjoying leisure activities outside their home. OOH advertising takes full advantage of this, positioning brands in prime locations where they can be seen by thousands of people daily. Whether it’s a striking digital screen in the heart of Dubai or a 3D digital billboard along the roads of Abu Dhabi, OOH captures attention where other media fail.

Unlike digital advertising, which can be skipped, blocked, or ignored, OOH is unmissable. Its physical presence means that your brand remains visible, providing a constant reminder to potential customers.

Building trust through visibility

A strong physical presence builds credibility. Studies show that consumers perceive brands advertised on OOH platforms as more trustworthy and reputable. This is particularly important for small-to-medium enterprises (SMEs) and local businesses looking to establish themselves in competitive markets.

For national brands, OOH reinforces trust and authority. Seeing a familiar logo or a well-designed campaign on a prominent billboard creates an impression of stability and success. For businesses in the UAE, where reputation is key, this can be a decisive factor in winning over new customers.

Targeted and flexible campaigns

Gone are the days when OOH was limited to static posters. Today’s digital out-of-home (DOOH) technology allows businesses to create dynamic and highly targeted campaigns. Through programmatic advertising platforms, businesses can display ads tailored to specific audiences, times, or even weather conditions.

For example, a coffee shop can advertise hot drinks during chilly mornings or iced beverages on sunny afternoons. This flexibility maximises the relevance of your message, ensuring it resonates with the right audience at the right time.

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Cost-effective brand building

Many businesses assume that OOH advertising is out of reach financially. However, the reality is quite the opposite. With options ranging from high-impact digital screens to affordable local posters, there’s an OOH solution for every budget.

For SMEs, OOH offers an excellent return on investment (ROI). A single, well-placed ad can generate significant local awareness, driving foot traffic and sales. For larger brands, OOH complements digital and TV campaigns, amplifying their reach and effectiveness.

Driving online engagement

One of the most powerful aspects of OOH is its ability to drive online engagement. A well-crafted OOH campaign can encourage people to visit your website, follow your social media channels, or even make a purchase. By including QR codes, hashtags, or personalised URLs, businesses can bridge the gap between physical and digital marketing seamlessly.

In a recent UK study, 46% of people said they searched online for a brand after seeing an OOH ad. This synergy between offline and online channels makes OOH a critical component of any integrated marketing strategy.

Sustainability and community impact

Sustainability is an increasing priority for UAE consumers, and the OOH industry has taken significant steps to reduce its environmental impact. Digital screens use energy-efficient technology, and many traditional billboards are now printed using eco-friendly materials. For businesses, investing in OOH shows a commitment to responsible advertising practices.

Additionally, OOH campaigns can support local communities by revitalising public spaces and providing relevant messaging. For example, promoting local events or health campaigns alongside brand messaging can enhance community connections and goodwill.

Measuring success

One common misconception is that OOH advertising is difficult to measure. However, advances in analytics now make it easier than ever to track the success of OOH campaigns. Tools such as geo-location data and audience measurement platforms allow businesses to understand how many people saw their ad, who they were, and what actions they took afterward.

This data-driven approach ensures that every pound spent on OOH delivers tangible results, providing businesses with the confidence to invest in the medium repeatedly.

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QR codes have made a big comeback in recent years, driven by the widespread use of smartphones and the post-pandemic demand for contactless solutions. In fact, over 94 million U.S. consumers will use smartphone QR scanners this year alone — a number that’s expected to reach 102.6 million by 2026, according to eMarketer.

Once seen as a novelty, QR codes have grown into a valuable tool for out-of-home (OOH) marketing. With quick access to digital content through billboards, posters, and digital out-of-home (DOOH) ads, these codes add an interactive element to campaigns and give brands an easy way to boost engagement across channels. Paired with new tools for measuring and tracking OOH impact, QR codes on (D)OOH ads make it simpler to assess campaign performance and gather actionable insights.

In this article, we explore how QR codes are transforming OOH campaigns — creating seamless offline-to-online experiences and helping brands capture valuable data on audience interactions and campaign impact.

What makes QR codes perfect for (D)OOH advertising?

QR codes (Quick Response codes) are two-dimensional barcodes that, when scanned with a smartphone, direct users to specific digital content like a website, video, or app.

As consumers have grown accustomed to QR codes, brands are using them more in campaigns to provide personalised offerings like product info, special promotions, and coupons. With just a quick scan, anyone with a smartphone camera and internet camera can take action, seamlessly engaging with the brand and/or its ad content across multiple channels.

This simple yet effective technology has become especially popular in OOH advertising, letting brands connect directly with people in physical locations — like bus stops, parking lots, or store entrances. In short, their easy integration with mobile devices and contactless tech has made them an ideal bridge between the physical and digital worlds.

Dynamic vs. static QR codes: Which to pick for billboard and DOOH advertising

It’s worth noting that there are two main types of QR codes used in advertising: static and dynamic. Static QR codes are fixed, meaning once they’re created, their content can’t be changed. They’re great for one-time use or unchanging messages, like directing audiences to a permanent webpage or providing a contact number. However, they can be less versatile for campaigns that need to evolve over time.

Dynamic QR codes, on the other hand, are built for flexibility. With these codes, you can update the content anytime — no need to reprint or replace the code. This adaptability makes it easy to keep messaging fresh, adjust campaigns on the fly, and track valuable data on where, when, and how often people engage. Essentially, dynamic QR codes provide the insights you need to optimise OOH campaigns in real time and deliver more tailored, interactive experiences.

For most OOH campaigns, dynamic QR codes are the go-to choice, offering the engagement, customisation, and analytics capabilities that modern advertising demands.

How QR codes work to extend and improve measurement of (D)OOH campaigns

Dynamic QR codes add a new layer of extensibility and measurability to OOH campaigns, turning each ad into a direct channel for digital engagement and making real-time audience interactions instantly trackable. Each scan captures data on when, where, and how audiences engage, providing insights into behaviours that were previously hard to measure. This engagement data becomes even more powerful in programmatic digital out-of-home (pDOOH), as it can be mapped to specific audience segments, locations, time of day, weather conditions, and more, allowing for real-time campaign adjustments that make each message more relevant and impactful.

Innovative data and measurement partnerships are pushing these capabilities further, providing new ways to measure campaign performance. For instance,  Actv8me can integrate its Sequential QR (SQR) Code™ solution with programmatic ad inventory. By incorporating these dynamic SQR codes into their DOOH creatives, advertisers can create direct-to-consumer experiences through sequential messaging and contextual offerings like coupons and promotions.

Here’s how it works:

• Scan: Viewers can the QR code on an ad using their phone’s camera.
• Redirect: They’re instantly taken to a microsite where they can redeem offers, learn more, or even save deals to their mobile wallets.
• Engage: Once saved, users get reminders and notifications when promotions are set to expire or when approaching an activated point of interest, keeping the ad/brand top-of-mind.
• Track: Engagement data, like scans, time, and location, are collected and sent back to the advertiser.

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Key takeaway: Dynamic QR codes give advertisers a simple, flexible way to keep messaging fresh while collecting valuable performance insights. This approach makes it easy for agencies and brands to evaluate, refine, and optimise DOOH campaigns — turning each scan into a step toward stronger audience connections and a better understanding of campaign impact.

READ ALSO: Solidify your understanding of important DOOH metrics and learn how they can be used to measure different aspects of your DOOH campaign’s success

Key benefits of using QR codes in OOH advertising

QR codes are transforming outdoor advertising and changing the way brands engage with consumers. Here’s why they’re so effective in OOH campaigns:

Increased consumer engagement

QR codes turn passive OOH ads into interactive experiences, inviting people to engage directly with the brand. Whether it’s accessing exclusive content, redeeming offers, or RSVPing to events, QR codes turn a quick scan into a meaningful connection. For example, a retail brand could add a QR code to a bus shelter ad, offering a special discount when scanned — making it easy for people to shop right from their phones. This interaction turns static advertising into a dynamic, two-way experience that boosts brand recall and user engagement.

Data and performance measurement

Dynamic QR codes provide detailed insights into audience engagement. With access to privacy-compliant data on scan rates, timing, location, and more, you can measure how your OOH ads perform and adjust based on real-time results. This data-driven approach lets marketers and brands make informed decisions to maximise return on investment and refine future strategies.

Seamless online and offline integration

QR codes bridge the gap between physical ads and digital experiences. By linking a QR code on a billboard to a landing page or video, you can extend your reach beyond the OOH ad itself. This cross-channel approach boosts brand visibility and increases the impact of OOH campaigns, as people can take action instantly from an offline ad.

Real-world example of a successful QR code campaign in OOH advertising

Boehringer Ingelheim, a global pharmaceutical company, wanted to raise awareness and drive sales for its new pet antiparasitic product under the Frontpro brand, Frontpro Antiparasitic. To do this, the brand launched a programmatic DOOH campaign across key cities in Spain. Featuring a mix of static and digital creatives, the OOH ads also incorporated dynamic QR codes that encouraged audiences to interact with the content. The result? A staggering 254% boost in positive brand perception.

Launched with agency partner OMD Spain and OOH expert Broadsign, the ads targeted dog lovers in cities like Madrid, Barcelona, Valencia, and Sevilla. Shopping malls and outdoor screens were selected within a certain radius of pet stores stocking Frontpro Antiparasitic to drive in-store foot traffic. Meanwhile, Broadsign leveraged its OOH expertise to create detailed campaign proposals, enabling the brand and agency to segment by location and interests while applying consumer data for a more qualitative impact.

Want to take your OOH campaigns further?

Dynamic QR codes are an incredible tool to boost engagement, track performance, and connect offline ads with digital content. For agencies and media buyers looking to bring more value to their OOH campaigns, QR codes offer a simple, effective, and flexible solution.

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As brands gear up for the Super Bowl, one of the most-watched advertising events of the year, the Out of Home Advertising Association of America (OAAA) makes the case for Digital Out of Home (DOOH) as a smarter, longer-lasting alternative. For the same $7 million spent on a fleeting 30-second Super Bowl spot, DOOH delivers 7.5X greater reach and 10X better CPM value, offering unmatched impressions and cost efficiency in the top 25 U.S. markets.

Unmatched ROI and Nationwide Reach      ‍

Using Place Exchange’s PerView solution to analyze a $7 million DOOH campaign, the results show a month-long plan that outperforms transitory  Super Bowl exposure. Advertisers investing $7 million in DOOH can achieve:

• Almost 1 billion impressions (929,407,658) across 25 top U.S. markets.
• 80%+ average reach and frequency of 7+ across these markets over four weeks.
• An impressive $7.49 CPM, making it a cost-efficient choice for high-impact campaigns.

With nearly 1 billion impressions at a fraction of the cost, DOOH delivers unparalleled reach and value, outperforming the Super Bowl’s 123 million viewers and delivering unmatched efficiency for advertisers.

This Year’s Super Bowl‍

This year, the Super Bowl will be held at the Caesars Superdome in New Orleans, Louisiana. The city will host several exciting activations, including Super Bowl Opening Night, a parade in the French Quarter, and the NOLA Walk of Fame. These events provide brands with opportunities to engage a wide range of audiences. While the Super Bowl draws massive crowds, DOOH’s sustained impact offers long-term benefits for advertisers.

“DOOH goes beyond the fleeting buzz of a single event like the Super Bowl,” said Anna Bager, President and CEO of OAAA. “It delivers sustained engagement and meaningful connections with audiences as they navigate their daily lives, providing measurable impact across key markets.”

Consumers Favor DOOH Over TV/Video and Take Action

The Super Bowl may grab attention, but its impact is momentary compared to the consistent presence DOOH delivers. As advertisers seek to maximize engagement, many are turning to DOOH for its ability to connect with audiences repeatedly over time. Research from OAAA and The Harris Poll highlights DOOH’s unparalleled ability to engage consumers when compared to competitive media:

• 73% of consumers view DOOH ads favorably, surpassing TV, social media, and online ads.
• 76% of consumers say a DOOH ad recently prompted them to take action.
• 74% of mobile device users acted on their devices after seeing a DOOH ad.

OOH has the highest levels of ad recall of all major media and peaks at 86%, while linear TV ad recall peaks at 60% and streaming peaks at 72%.

Why Choose DOOH Over the Super Bowl?

A Super Bowl ad is undeniably impactful, but its effect is limited to a transient, 30-second moment. In contrast, DOOH delivers sustained exposure, seamlessly integrating into consumers’ daily lives over an entire month. From high-traffic urban centers to local neighborhoods, DOOH ensures continuous brand visibility across multiple touchpoints.

DOOH also enhances digital strategies by driving measurable actions such as app downloads, store visits, and online searches. Unlike a single Super Bowl spot, which focuses on one event, DOOH provides advertisers with the flexibility to engage diverse audiences across dozens of key markets, maintaining both relevance and resonance.
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A Smarter Play for 2025 and Beyond‍

As the advertising landscape evolves, decision-makers are rethinking the value of traditional Super Bowl investments. With continuous exposure, DOOH offers a month-long presence that connects with consumers during pivotal moments—whether on their commute, during shopping trips, or at social outings.

DOOH is redefining what’s possible in modern advertising, offering brands the ability to deliver measurable, sustained impact across top markets. For 2025 and beyond, it’s a strategy built to win.

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In 2025, retailers must prioritise data-driven measurement, seamless online-to-store experiences, and programmatic out-of-home (OOH) advertising.

Seeking heightened measurement has nearly half of marketers emphasising attribution, making actionable insights crucial. Meanwhile, bridging digital and physical shopping and leveraging real-time OOH campaigns can help retailers stay competitive.

Here are three areas retailers should prioritise in 2025, according to industry experts.
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1. Data and measurement

Attribution/measurement is the top investment priority in 2025 for 47% of US brand and agency marketers, according to an October 2024 survey from InMarket.

• R.J. Hottovy, head of analytical research at Placer.ai, stressed the importance of data-driven insights.
• “In recent years, there have been several advancements in data, but the ability to interpret and effectively communicate that data remains crucial,” said Hottovy. “Our priority will remain on leveraging foot traffic insights to help brands craft compelling and impactful stories.”
• Keynes Digital, a programmatic connected TV (CTV) partner, is focused on “cost-effective” measurement tools to help brands understand the true impact of their campaigns.
• “Our top priority for 2025 is measurement and incremental impact reporting,” said Dan Larkman, CEO of Keynes Digital. “The goal is to streamline and adopt ‘measurement light’ tools that are cost-effective while still demonstrating value. This includes driving adoption of platforms that clarify total ROI and channel effectiveness to bridge gaps in perception and usage.”
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As brands refine their measurement and targeting strategies, first- and zero-party data will become more important, according to October 2024 data from Econsultancy.

• “2025 will be the year for brands to leverage their first-party customer data even more, focusing on identity-based metrics and performance versus solely platform-reported conversions,” said Cary Lawrence, CEO at customer analytics platform Decile. “Data analytics tools have never been more accessible and brands (along with these tools) will continue to identify new and more effective ways to translate the data into actionable insights.”
• Marketing mix models (MMM), contextual intelligence, and controlled experiments like incrementality or lift tests will also become more important for measurement and targeting, according to Econsultancy data.

2. Connecting in-store and online experiences

“It’s imperative for retailers to put in the work to connect all of their customers’ behaviors while they’re in-store,” said Reid Litman, global director, Ogilvy Consulting. “Whether it be more functional use cases, like looking up a product on their phones while shopping in the store, or more emotional ones, like getting access to exclusive content or services to boost brand loyalty.”

Target’s Circle membership program, which offers free and paid tiers, is a good example of this, said Litman.

“The app guides users to products in-store and provides recommendations or automatic promotions based on a users’ interests or viewing habits,” he said. “The new paid tier Circle 360 provides an even more personalised experience, giving users the opportunity to choose their preferred shoppers to fulfill orders, same-day delivery, and a host of network partner benefits.”

Providing more digital experiences in-store could help retailers attract Gen Z shoppers.

• 66% of Gen Zers often use their phone in-store to search for coupons and offers, according to Mars United Commerce’s "Shopper Insights: A Day in the Life of Gen Z" report.
• 31.9% of Gen Z shoppers say a store’s mobile app helps them discover new brands or products while shopping in-store, according to EMARKETER’s July 2024 US "Consumer Path to Purchase Survey."

3. Embracing programmatic OOH

“We want to help clients see programmatic OOH as a medium that will actually drive an impact,” said Lucy Markowitz, senior vice president, general manager, US marketplace at OOH agency Vistar Media.

We forecast digital OOH ad spend will grow 11.5% to $3.54 billion this year.

• Only 10% of US brand and agency marketers cited OOH/digital OOH as a leading investment priority in 2025, per InMarket.
• Still 40% of agency professionals worldwide expect their clients to increase OOH spending this year, according to August 2024 data from Digiday.

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Context will be critical for OOH success in 2025.

• Programmatic digital OOH (DOOH) enables advertisers to use real-time data, like weather, traffic, time of day, or events, to adjust their ads.
• “As brands seek more effective ways to stand out, real-time programmatic DOOH will set the standard for impactful advertising,” Anna Bager, president and CEO at the Out of Home Advertising Association of America (OAAA), recently told us.

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The media and advertising landscape in the region underwent significant changes in 2024, with key milestones that shaped the industry’s landscape.

From the completion of the OSN+ and Anghami merger to Dubai’s establishment of Mada Media for managing out-of-home advertising, the Media Milestones cover the key changes that took place in the region over the year 2024.

These media milestones, along with others, are detailed in Campaign Middle East’s Annual 2024 issue, which also features in-depth lists such as the Top 20 news stories and integrated and digital campaigns.

1. OSN+ and Anghami merge to create new regional streaming giant

In April, OSN Group completed the acquisition of its majority stake in audio platform Anghami. First announced in November last year, the merger brought the OSN streaming arm OSN+ and Anghami content libraries together. While the two products remained separate, they were connected to allow users to switch between the two easily. Elie Habib, co-founder of Anghami, took over the new combined business as CEO, while Joe Kawkabani remained the CEO of OSN’s TV business.
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2. Sheikh Mohammed establishes Mada Media to manage Dubai advertising sites

In an effort to manage out-of-home advertising sites, Dubai launched a new media company in September. Established by Dubai Ruler His Highness Sheikh Mohammed bin Rashid Al Maktoum, Mada Media Company was tasked with managing, developing, and operating advertising sites across Dubai. The move saw RTA, Dubai Municipality – in coordination with the Dubai Investment Fund – and other entities transfer their advertising-related assets, rights and obligation to the company. Mada Media Company is also responsible for investing in adtech, conducting research and ensuring regulatory compliance.
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3. IAB MENA elevates audio advertising with new task force

Industry body IAB MENA initiated a special audio task force to support audio publishers, advertising agencies and advertisers in navigating advertising in the audio mediums. A new addition to the body’s nine task forces, the audio task force was created to increase awareness and understanding of the audio advertising landscape. It aims to enhance measurement within the industry, and to ensure the effective quantification and optimisation of audio campaigns.

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4. Multiply Group buys out BackLite Media

In February, Abu Dhabi-based Multiply Group completely acquired outdoor media company BackLite Media. The acquisition saw BackLite Media join the group’s media vertical that also houses outdoor companies Viola Outdoor and Media 247. The latter was acquired by Multiply last year. The deal included all operating entities
of BackLite Media and was a step in Multiply Group’s efforts to consolidate its media vertical.
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5. Arabic attention research challenges conventional wisdom on ad measurement and OMG and Seedtag study: Contextual ads powerfully engage audience attention

Two studies were launched to measure attention using eye-tracking technology for Arabic content and ads. Conducted in collaboration with Lumen Research, Dentsu, in partnership with Snap and Teads, released its Unlocking the Currency of Attention KSA study that evaluated attention across five social, video and contextual platforms. Meanwhile, an OMG and Seedtag study compared attention and recall between traditional and contextual advertising.
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6. Al Arabia signs $142M deal for Dubai OOH rights

In January, outdoor media company Al Arabia signed a deal worth $142 million for Dubai’s out-of-home advertising rights. RTA, the Roads and Transport Authority in Dubai, granted Al Arabia the rights to install, operate and maintain 294 outdoor advertising billboards for 10 years and 5 months. The move also marked the official entry of Al Arabia, originally based in Saudi Arabia, into the UAE market, through the establishment of a local company.
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7. DMS to expand Pinterest digital ad solutions in the MENA region

Pinterest entered the advertising landscape in the region through a sales partnership with DMS in July. The partnership provides brands and advertisers with digital ad solutions to connect with Pinterest’s audience in key Middle East and North Africa (MENA) markets, including Algeria, Bahrain, Egypt, Iraq, Kuwait, Oman, Qatar, Saudi Arabia and the UAE.

8. RTA updates Dubai OOH advertising guidelines

In August, OOH guidelines for advertisers in Dubai were updated. Published in the Dubai Out-Of-Home Advertising Manual, the updates included standardised design criteria, aesthetic elements, and updated spacing criteria between billboards. Other key additions included new designated zones for advertising and new procedures for the construction of commercial signage.

9. MMS adopts new audience measurement tool ‘KSA TAM’

MBC Media Solutions announced the adoption of the audience measurement tool KSA TAM for TV channels across MBC GROUP, Saudi Sports Company (SSC), and Al Arabiya News Channel. The adoption was revealed in light of the decision by Saudi Arabia’s General Authority of Media Regulation to establish KSA TAM as the official national benchmark for audience measurement in the Kingdom.

10. RTA rolls out in-car interactive screens in taxis

In March, RTA announced the introduction of 4,500 in-car interactive screens in taxis. The screens showcase lifestyle, news, entertainment, offers and promotions, and create new opportunities for advertisers to place their ads. The screens were first tested as part of a pilot, conducted by RTA in 2022.

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As we enter 2025, the Out-of-Home (OOH) advertising industry in the UAE and Middle East is experiencing a dynamic shift. Fuelled by innovation, data-driven insights, and a steadfast focus on impactful results, OOH is poised to take centre stage. Reflecting on 2024, we’ve witnessed impressive growth and the realisation of many anticipated trends—setting the stage for an even brighter future.

The industry’s transformation spans several key areas where OOH intersects with technology and consumer behaviour, driving profound changes across the advertising landscape.

AI impact

Artificial Intelligence (AI) is transitioning from a buzzword to a business necessity, and its role in OOH advertising is no exception. In 2025, AI will unlock deeper, data-driven capabilities—processing information from mobile devices, geolocation technology, and social platforms to uncover actionable insights. This isn’t just about data collection; it’s about enabling smarter decisions that deliver precision and impact for brands.

Programmatic surge

Programmatic Digital Out-of-Home (PrDOOH) has evolved from an emerging trend to a cornerstone of revenue growth. Its ability to enable real-time, targeted campaigns transforms how brands engage with audiences—offering unprecedented scale, precision, and results.

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Retail influence

Retail media is becoming an essential element of modern OOH strategies. Malls and shopping destinations are now pivotal touchpoints in the consumer journey, influencing purchasing decisions at critical moments. According to recent studies, over 40 per cent of global marketers plan to increase investments in retail media by 2025. Rather than replacing existing strategies, retail media enhances campaigns with highly contextual, targeted messaging that drives results.

Data-driven precision

In today’s landscape, data is the key to relevance. By leveraging first- and second-party data, we can design campaigns tailored to audience behaviours and preferences, ensuring that every message reaches the right people at the right time, in the right place.

Quality and relevance over quantity

The focus is now on more than sheer volume. Premium placements and meaningful connections are what define successful campaigns. Every billboard, screen, or asset is strategically chosen to ensure brands engage authentically with their audiences and leave a lasting impression.

Sustainable innovation

The Middle East is setting new global standards in OOH, blending innovation with sustainability. From cutting-edge DOOH displays to eco-conscious advertising solutions, we must remain committed to delivering campaigns that inspire audiences and minimise environmental impact.

The UAE and Middle East continue to thrive as global hubs for innovation and growth, and OOH advertising will play a defining role in this transformation.

With advancements in programmatic technology, deeper integration with digital channels, and creative formats powered by automation and data, OOH is competing at a new level—offering measurable, meaningful ways for brands to connect with audiences.

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GroupM’s 2024 global advertising forecast projects a robust 9.5% growth in total advertising revenue, driven by digital transformation and evolving consumer behavior. The report highlights the resilience and evolution of advertising sectors, with digital channels continuing to dominate the landscape. Performance-based digital advertising, including search and social media, remains a primary growth driver as brands seek measurable outcomes in their campaigns.

Out-of-Home (OOH) advertising, particularly its digital subset (DOOH), emerges as a key player in the forecast. DOOH is expected to account for 42% of global OOH revenues by 2025, leveraging advancements in programmatic advertising, dynamic content capabilities, and urban digital infrastructure. Its integration with smart cities and sustainability initiatives positions DOOH as a future-proof advertising medium, offering brands high visibility and contextually relevant messaging in public spaces.

Retail media also gains prominence, with advertisers investing heavily in networks that connect directly to consumer purchase behavior. Emerging markets are another bright spot, with increasing access to digital technologies contributing to advertising growth. GroupM’s report underscores the continued expansion and innovation within the global advertising ecosystem, marking 2024 as a pivotal year for the industry’s evolution.

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Artificial Intelligence (AI) can contribute to the Out of home industry in numerous ways creative consultant Dino Burbidge told World Out of Home Organization members on the WOO December Global Call last week. Dino gives a fast-paced and practical overview of how AI is being used for everything from brainstorming and media planning to video generation and creative.

Burbidge gave practical examples of how the new tool could help OOH businesses and, crucially, which organisations were using it well.. The industry, he said, should embrace the power of AI and prepare to unlock new levels of creativity and productivity.

WOO CMO Richard Saturley says: "AI frightens as many people as it excites so it was great to have an informed view from someone who understands the intersection of creativity and technology. Dino's presentation should be essential viewing.".

Watch Dino Burbidge's presentation from last weeks Global zoom call below. Our first Global call of the New Year is on January 23rd and is open to all WOO members. If you want an invitation to this one hour Zoom call contact Mark Flys at mark@worldooh.org